This document provides guidance for communicating effectively with news media and the public. It discusses how to handle interactions with reporters, the importance of transparency, and following open meeting and public records laws. Key tips include being honest, prepared, staying on message, and recognizing that all interactions could become public. Guidance is given on responding to records requests, retaining documentation, and designating records officers.

1. Telling Our Story:
Communication &
Media Relations
Vanessa Jeter
Director
NCDPI Communication and
Information Services

2. What you need to know about
the news media
• It’s a business.
• Reporting doesn’t have to be balanced.
• Deadlines are important.
• They may be friendly, but they may not be
your friends.
• NC laws give the public broad access to
records and meetings.

3. What else you need to know …
• Reporters often have little information.
• Time is limited for reporters.
• Every interaction you have can be an
opportunity.
• Reporters come from traditional and non-
traditional news outlets.

4. When reporters call…
• Thank them for calling.
• Tell them we want to ensure that they get
what they need.
• Connect them to NCDPI’s
Communications office (for DPI staff) or
follow your district’s policies.

5. Learning a few basic principles
from some cautionary tales…

6. 1. Be honest.
REAL CLEAR POLITICS: Weiner Asked If
Photo Is Of Him: "I Wish," "I'm Not Sure"
http://www.realclearpolitics.com/video/2011/06/01/weiner_asked_if_photo_is_of_him_i_wish_im_not_sure.html

7. 2. Be prepared.
CBS NEWS: Sarah Palin Can't Name a
Newspaper She Reads
http://www.youtube.com/watch?v=xRkWebP2Q0Y

8. If you don’t know an answer,
don’t make one up.
http://www.youtube.com/watch?v=nokTjEdaUGg&feature

9. 3. Use the right tone.
ABC NEWS:Christie Calls Reporter ‘Idiot’
and ‘Stupid’ at Press Conference
http://abcnews.go.com/blogs/politics/2012/07/christie-calls-reporter-an-idiot-and-stupid-at-press-conference/

10. 4. Stay on message.
HUFFINGTON POST: BP CEO Tony
Hayward: 'I'd Like My Life Back'
http://www.huffingtonpost.com/2010/06/01/bp-ceo-tony-hayward-video_n_595906.html

11. 5. Recognize that the definition of
news media definition is changing.

12. Hey you’re on YouTube!
• Consider that anything you say or do in a
public space could be on YouTube in 5
minutes or less.

13. Social media are media too.
POYNTER: HuffPost, CNN, Mediaite fall
for fake Twitter account of NC governor
http://www.poynter.org/latest-news/regret-the-error/173923/huffpost-cnn-mediaite-fall-for-fake-twitter-account-of-nc-governor/

14. 6. Always try to tell YOUR story.
http://www2.nbc17.com/news/2012/feb/14/reality-check-k-12-teacher-cuts-ar-1930737/

15. Interview tips
• Before you speak, ask yourself:
what’s the goal of this communication?
• Plan your message and gather facts
ahead of time.

16. Interview tips
• Keep comments
– Simple
– Clear
– Free of jargon

17. Interview tips
• Be honest.
• Be prepared.
• Use the right tone.
• Stay on message.
• Know the media.
• Tell YOUR story.

18. Follow up
• Communications tracks news media
coverage and includes it in a daily clips
email.
• We also can assist with other strategies to
make sure your message is heard.
Examples: op ed columns, newsletter
articles, email messaging, face-to-face
meetings.

19. How Communications
supports you
• Practice interviews
• Presence at interviews
• Letters to the editor
• Op eds
• Tracking coverage and social media

20. PUBLIC RECORDS &
OPEN MEETINGS
Katie Cornetto
NC State Board of Education
Attorney

21. Handling requests
• From news & social media:
– Contact Communication and Information
Services (919.807.3450).
• From general public:
– Provide requested information and notify
Communication and Information Services.
LEA/School staff: Follow your district’s
policies on public records requests.

22. Protocols
• How we handle calls
• Timeline - 2 hours or less for initial
response
• Costs for copies, etc.

23. Public records laws
• Individual users are responsible for
managing state records effectively and
efficiently, regardless of the technology
used to create them.
• Assume that all information on government
e-mail systems is public (and subject to
review by state officials).

24. Definition
"Public record" or "public records" = all…
• documents • artifacts, or
• papers • other documentary
• letters material regardless of
• physical form or
maps characteristics (email)
• books • made or received in
• photographs connection with the
• films transaction of public
• sound recordings business by any agency
• of North Carolina
magnetic or other tapes government or its
• electronic data‑processing subdivisions.
records

25. Who can access public records?
• “Public records and public information…
are the property of the people.
• Therefore, the people may obtain copies of
their public records and public information
free or at minimal cost.”

26. What isn’t “public” (general)?
• Written communications • Settlement documents in
to any public board, medical malpractice
council, commission or actions against a hospital
other governmental • Information technology
body that fall within the security features
attorney-client privilege (passwords, security
• Tax records standards, procedures,
• Trade secrets, if processes, configurations,
properly submitted to a software, and codes)
government entity • Criminal investigative
• Information that reveals records
an account number for • Medical records
electronic payment • Anything other than basic
personnel information

27. What isn’t public (for schools)?
• Student files • Special education
• Former student records
records • Criminal history
• Mediation records for checks:
children with – for charter school
disabilities boards and
• Student records employees
derived from – for LEA employees
contractors and contractors
• Juvenile court records • Emergency Response
Plans

28. Records retention/
disposition schedules
• Governed by state statutes
• Maintained by Government Records
Branch of NC Department of Cultural
Resources (NCDCR)
• Customized with agency Chief Records
Officer and NCDCR expert
• Filed and accessible online at
http://www.records.ncdcr.gov

29. What we should be doing (print)
• Appoint a Chief Records Officer
• Follow schedule found at
http://www.records.ncdcr.gov/for non-electronic files
• Designate division/area records management contacts
• Report contact’s name to Chief Records Officer
• Notify Chief Records Officer whenever contact changes
• Work with Chief Records Officer to add division-specific
items to generic retention/disposal schedule
• Send division/area management plans to the
Government Records Branch (NC Department of
Cultural Resources)
• Batch critical archives for NCDCR pick-up

30. What should we be doing (digital)
Examples of email, email attachments, and
text mail messages that are public records:
• Policies or directives
• Final drafts or reports and recommendations
• Correspondence and memos related to official business
• Work schedules and assignments
• Meeting agendas or minutes
• Any document or message that initiates, facilitates,
authorizes, or completes a business transaction
• Messages that create a precedent, such as issuing
instructions or advice

31. What we should be doing (digital)
• Managing our email individually
• Selectively archiving:
– Email (even from personal accounts if messages involve
official state business)*
– Text messages (mobile email or Instant Messenger)*
– Files created by off-site employees (using separate back-
up medium)
– Webinars (as public meetings)
– Digital images
– Podcasts
• See http://www.records.ncdcr.gov/erecords/default.htm#dig
for guidance
*forward message to government account

32. Records retention/
disposition schedule
• Find DPI email policy on the Intranet under
Policies/Procedures/Forms
• Find state policy at
http://www.records.ncdcr.gov/erecords/Email_P
olicy.pdf

33. Additional resources
• Find a variety of classes (both online and
at the Government Records office on
Blount Street across from the Executive
Mansion) at
http://www.records.ncdcr.gov/workshops.ht
m

34. OPEN MEETINGS
What are your legal responsibilities?

35. Open meetings
• A meeting is open to the public if a “public
body” meets.
• A public body is defined broadly as any:
– Authority
– Board
– Commission
– Committee
– Council
– Other body of state or local government

36. What should we be doing?
• Public notice is required.*
• Minutes of the meetings must be kept and
available to the public.*
– Written
– Audio/video taped
– Webinar recordings
*As long as the purpose of the meeting is to execute one of five
functions:
– legislative
– policy-making
– quasi-judicial
– administrative
– advisory

37. Who must follow
open meetings laws?
• The State Board of Education and its
committees
• Other examples within DPI are:
– Compliance Commission
– Military Council
– Drop-Out Prevention Grant Committee
– CIHS Joint Advisory Council

38. Resources
• Online:
– www.ncdoj.com
• NC Department of Justice (primers on
open government laws)
– www.elon.edu/e-
web/academics/communications/ncopengov/
• NC Open Government Coalition, a group of
organizations interested in promoting public access to
government
– www.sunshineweek.org
• More info about open access to government

39. Resources
• Print:
– Institute of Government Publications:
• Open Meetings and Local Governments in
North Carolina: Some Questions and Answers
– Seventh Edition by David Lawrence
• Public Records Law for North Carolina Local
Governments
– by David Lawrence